UOB refreshes brand to reinforce long-term Asean strategy

UOB deputy chairman and chief executive officer Wee Ee Cheong

KUALA LUMPUR: United Overseas Bank (UOB) has announced its brand refresh in line with its purpose – Building the Future of Asean: For the people and businesses within and connecting with Asean.

As part of the brand revitalisation, UOB also unveiled its refreshed logo and seal mark, new apparel and an integrated regional brand campaign ‘Doing Right By You’ to showcase the bank’s transformation to be future ready for its customers and its people in the new banking era.

In a statement, the bank said the brand refresh was not just a re-branding exercise or a marketing campaign.

It signals UOB’s strategic intent to intensify its focus and investment in the region to develop and help realise the potential of the people in Asean.

“We have always believed in the potential of Asean, with its favourable demographics and resilient fundamentals. As Asean re-starts its engine of growth post-pandemic, it is timely for us to unveil our sharpened Purpose and brand refresh,” deputy chairman and chief executive officer Wee Ee Cheong said.

“Today, we have the most extensive Asean footprint among the Singapore banks.

“By the time we celebrate our 100th year in 2035, we want to be the most preferred bank for both consumers and businesses across our key markets.

“A truly regional bank that helps our customers achieve their aspirations,” he said.

To deliver on its ‘Purpose’, UOB will double down on three strategic areas – Connectivity, Personalisation and Sustainability.

UOB Malaysia chief executive officer Ng Wei Wei said: “Our brand refresh and sharpened purpose to build the future of Asean, reaffirms our commitment to the country. With our deep roots and strong heritage in Malaysia, we have been supporting the country’s growth for over seven decades.”

“This brand refresh reflects our progressive transformation and is timely as we celebrate UOB Malaysia’s 71st anniversary and continue to invest in our footprint in the country though the acquisition of Citi’s consumer business.

“The acquisition is targeted to be completed within the fourth quarter this year,” she added.

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